Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

Glossary

Aggregator:

A tool, application, or process, that pulls together multiple feeds from content sites and brings them together in one place.

Astroturfing:

A synthetic "grassroots" effort; a falsely positioned, paid, or deceptive campaign to generate buzz, visibility, and word of mouth (WOM).

Authenticity:

The practice of being authentic, true, and genuine in online interactions.

Authority:

Someone who is an expert or recognized pundit or influ-encer on a particular subject.

Authority (2):

The stature earned for a person, blog, content, destination, or network as measured by linkbacks (links to the particular destination) or connections (friends/followers) or comments, views, or tweetbacks (retweets or tweets of reference), or votes/thumbs up/+1s/Diggs, or a combination of some or all of the above.

Being Yourself/Being Human:

Part of the problem associated with social media is disingenuous behavior. Social media thrives on authenticity and sincerity. The practice of being human, being yourself, or disclosing that the persona is representative of something else that's calculated and intended. Anonymous interaction is discouraged and usually disregarded.

Blogroll:

A list of related, inspiring, relevant, or friendly blogs as listed on any given blog.

Brand-Jacked:

The act of assuming the presence of a person or brand in social networks. Squatting (taking or assuming a username before the true brand owner can grab it) in any given network is also a form of brandjacking.

Brandstream:

This is a trademarked ...